Gap asks consumers to recycle their jeans

SAN FRANCISCO Gap announced that through Oct. 20, it is teaming up with Cotton Incorporated to collect old denim, which will be given a "new life" by being converted into UltraTouch Denim Insulation by Bonded Logic Inc., and donated to communities in need. Shoppers can recycle their denim at more than 1,000 Gap stores in the United States and Canada, and those who donate their denim will receive 30% off new 1969 jeans purchases.

To sweeten the deal, Gap is offering its Facebook fans an exclusive deal -- 40% off their new 1969 jeans purchase through Gap's Facebook Fan Page.

"We love this partnership with Cotton Incorporated's 'Cotton. From Blue to Green' denim drive because it merges the ideas of fashion, environmental sustainability and helping others," said Marka Hansen, president Gap North America. "Earlier this year, we partnered with Cotton Incorporated on their first ever national denim drive with a retailer, and it was met with such success that we wanted to give our customers another opportunity to recycle their old denim, help communities in need, and update their fall wardrobe with the latest 1969 jeans."

Last March, Gap and Cotton Incorporated partnered for the first-ever national denim drive and collected more than 270,000 pairs of jeans at more than 1,000 participating Gap stores, according to the company.